Public relations plan
Public relations is a vital area of concern for any company, organization, group, or prominent person. The vast majority of such entities hire public relations specialists to oversee their public relations. The role of a public relations specialist is to act as a liaison between their client, and the media and public. They build media relations, promote their client, and essentially, try to make them look good in everyone's eye.
While a public relations specialist will have a large variety of duties to perform after being hired, his or her client will most likely have an idea about how they want their public relations handled. A public relations specialist must establish an excellent working relationship with their client, in order to understand their goals, needs, and the way they wish to be portrayed. A public relations specialist may have some free reign, but he or she must first okay it with their client.
Public relations (PR) specialists must submit a public relations plan of action to their client for acceptance or, perhaps, denial. This plan of action is a PR specialist's proposal. Similar in function to any business-related proposal, a PR proposal shows the client the public relations specialist's PR strategies. A public relations specialist must thoroughly understand and research his or her client's needs to write a sound proposal, and then must present it to their client for acceptance.
A well-researched, well prepared, professional proposal with sound ideas and strategies for handling public relations should be accepted by a client.
There are many points a good public relations plan, or proposal, need to cover.
1. TRANSMITTAL PAGE OR LETTER
A transmittal, by definition, is the communication of information. In the instance of a PR plan, a transmittal serves to precede the actual plan and act as an introductory page. It is a necessary part of a PR plan, and should be one page only. The transmittal page should contain an opening paragraph naming the project and providing a brief description; monetary expectations; a reference to the proposal; a statement on discussing the proposal; and an expression of appreciation for being given the chance to submit the proposal.
2. EXECUTIVE SUMMARY
An executive summary is, simply, a succinct summary of all the points the proposal addresses. This page also serves as an introduction to the proposal. It should include main points that the client will want to see.
From this point, the introductory pages of the proposal have been provided, and each point of the public relations plan should be addressed in detail. Points to address include:
- An analysis of the situation. The current condition of public relations now operating should be analyzed. This portion of the proposal requires large amounts of research and could easily be several pages in length. Internal analysis and external analysis of the current framework and not problem conditions should be addressed;
- Problems and consequences. This portion of the plan identifies the current public relations problem and the consequences of it. This is a vital area that needs to be correctly addressed and written in concise, specific language;
- The proposal or campaign objective. This is the public relations specialist's declaration of his or hers PR plan goal.
- Audience. The proposal must identify the client's public relations audience. This may require in-depth research on the type of persons the client needs contact or communication with. In addition to this, the plan should include what messages and information should be aimed at the client's audience, and how;
- Plan strategies. In this vital section of the PR plan, the public relations specialist presents strategies for solving the PR problem earlier addressed. Several strategies of different types should be suggested. A public relations specialist should provide the pros and cons of each strategy, and be prepared to explain and defend the outlined strategies. The success of a public relations plan rests heavily on the plan strategies;
- Communications. Strategies for communicating to the client's audience should be presented here. They may include special events, print media, demonstrations, and contributions to the community;
- Schedules. Estimated schedules for completion of print media and initiation of communication strategies should be provided;
- The budget. The plan's budget page should represent the amount of money the PR strategies will cost. This may include anticipated and proposed expenses and income;
A public relations plan will also have to include pertinent research and samples of communications, such as brochures.
A public relations specialist should always scrupulously comb his or her public relations plan for misspellings and correct them immediately. Plans should be printed on high quality paper in a readable font. A public relations specialist who writes an effective, convincing, professional public relations plan of ability and merit will be viewed by their client as such.
